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A Functional Approach to Political Advertising
Unformatted Document Text:  17 This paper finds that the candidates’ use of defensive strategies focus on simple denial and shift of blame. Denial is a relatively simple defense, such as “I did not do that,” and that can be effective if accepted by the voters (Benoit & Brazeal, 2002). Lee claimed that his party’s economic plan has failed because of unnecessary opposition from Kim’s party, which was the result of political considerations. This is an example of shifting blame. Due to the small number of defense utterances, the statistical test was not conducted. Conclusion This study applies the functional theory of political campaign discourse to the 1997 Korean presidential advertisements. Results show systematic regularities, such as acclaims, were more common than attacks which were, in turn, more frequent than defenses. This study expected that policy would be more addressed than character. However, this hypothesis was rejected. Either a small number of newspaper advertisements or the Korean voters’ preference of character over policy can be reasons of the rejection. Future studies on this topic should consider including more advertisements including the 1992 and 2002 presidential newspaper advertisements in Korea. The incumbency status is an important consideration. Previous studies based on a functional approach to political campaign discourse suggest that incumbents acclaim more than challengers, while challengers attack more than incumbents. The results of

Authors: Lee, Cheolhan. and Choi, Yun Jung.
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17
This paper finds that the candidates’ use of defensive strategies focus on simple
denial and shift of blame. Denial is a relatively simple defense, such as “I did not do
that,” and that can be effective if accepted by the voters (Benoit & Brazeal, 2002). Lee
claimed that his party’s economic plan has failed because of unnecessary opposition from
Kim’s party, which was the result of political considerations. This is an example of
shifting blame. Due to the small number of defense utterances, the statistical test was not
conducted.
Conclusion
This study applies the functional theory of political campaign discourse to the
1997 Korean presidential advertisements. Results show systematic regularities, such as
acclaims, were more common than attacks which were, in turn, more frequent than
defenses. This study expected that policy would be more addressed than character.
However, this hypothesis was rejected. Either a small number of newspaper
advertisements or the Korean voters’ preference of character over policy can be reasons
of the rejection. Future studies on this topic should consider including more
advertisements including the 1992 and 2002 presidential newspaper advertisements in
Korea.
The incumbency status is an important consideration. Previous studies based on a
functional approach to political campaign discourse suggest that incumbents acclaim
more than challengers, while challengers attack more than incumbents. The results of


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